Design agency Anomaly led Speedo's brand refresh using the concept 'for the love of swim,' focusing on consistent branding with a wordmark designed to stretch on swimwear.
Anomaly specifically crafted the logo's design with shortened ascenders and descenders, streamlined curves for stretchability on fabrics, aiming to keep the swimmer as the central focus.
The new brand color for Speedo is a combination of green and 'medal gold,' along with a bespoke typographic style that blends fonts inspired by swimming forms for a modern yet trustworthy look.
Anomaly's goal in repositioning Speedo was to enhance swim culture by designing products for all swimmers, from beginners to elite athletes, with a focus on innovation, trend-forward designs, and inclusivity.
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